AirDare brand book
Dark, precise, quiet.
Chrome aircraft on near-black, giant ghost wordmarks, letter-spaced captions, thin white diagrams. Every system is described by what it does and what it is for.
01 · Logo
The wordmark
White on the AirDare black, or on true black. Clear space on every side: the height of the "A". Smallest size: 18 px tall on screen, 6 mm in print. Never recoloured, outlined, stretched or set on a photograph without a dark scrim.
02 · Colour
Near-black and chrome
One dark ground, white for what matters, two greys for everything else. No brand accent colour: the chrome of the aircraft is the colour.
Page#101010 · every background
Deep black#0d0d0d · page edges, print bleed
Panel#1a1a1a · cards
White#e6e6e3 · titles, logo, line art (never pure white)
Chrome#c9ccd1 · render highlights, focus
Silver#b8b8b8 · letter-spaced captions
Grey#9a9a9a · body copy
Hairlinewhite at 14% · rules, card borders
03 · Type
Inter, in four voices
One family, Inter (300 to 700). Headlines tight and large; captions spaced wide in capitals; body grey and short.
700 · 22vw · white 6%HEIVOC
600 · 40-72 pxBUILT TO COME BACK.
500 · 13 px · tracking 0.42 emReusable aerial interdiction system
400 · 16-17 px · greyRecovered and reused, not expended.
04 · Imagery and diagrams
Chrome on black, lines in white
Aircraft are shown in bright metal on the page black, with no floor and no scenery. Concepts are line diagrams: thin white strokes, dashed paths for motion, labels in caption caps.
Render
Diagram
05 · Voice and public content
Say what it does, not how well
- One line, one idea. Plain verbs, no superlatives, no acronyms a visitor would not know.
- Say what a system does and what it is for. Leave out how it works and how well; that is for briefings.
- One contact: [email protected]. No personal addresses or phone numbers on public pages.